Vimto seeks out?a prom queen

Vimto Soft Drinks has launched a high school prom-themed marketing campaign for its Cherry Vimto brand.

The brand had linked with girls’ magazine Mizz and the online prom dress business Prom Royalty to create a dedicated website for the Cherry Prom campaign, which will feature competitions to win a prom for the winner’s school and to have a dress designed.

The activity is part of a 2010 programme which also includes advertising on national radio and Spotify, and sponsorship of the Big Top 40, a chart show syndicated to 145 commercial radio stations. Sampling events will also be held at under-18 club nights.

Senior brand manager Emma Hunt said: “This investment will ensure there are high levels of awareness and trial of Cherry Vimto among teenagers throughout the summer months.”